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It is a virtual highlighter that automates the paper writing process. We want the brand to be seen as a progressive and innovative bridge between what life should be and how to get ahead by fulfilling your academic obligations. We want the brand to represent exciting new possibilities and evoke emotions of reinvigoration, efficiency, progress, and cutting edge innovation.

Citelighter’s Demographic is young, energetic, and social, both online and off. They are mostly in college or high school, though the service is never viewed as childish or rudimentary by the graduate or PhD student.